Isn’t it strange how people think about money? There are people who happily spend £3 a day on a coffee at Starbucks, but who wouldn’t dream of investing that same £60/£70 a month on SEO for their website / blog or even a private health plan or gym membership!
For those of us involved in sales and marketing, there’s a valuable lesson here! It’s all down to the way people perceive money.
If you sell a service, which has an annual cost of, let’s say £500 – you are asking people to make a £500 purchasing decision.
However, if you tell people they can have that same service for the equivalent of just £42 a month, you are helping them to focus on a far smaller, more manageable figure.
By further chunking that figure down to a weekly investment of just £9.62 or a daily figure of just £1.30, you change their focus completely. Especially if you use something like the Starbucks example I gave earlier, in your marketing.
In today’s economic climate, your prospective clients are thinking REALLY hard before spending their money. This is why it’s important for you to put the cost of investing in your service, into terms that show it’s relative value.
For example, an SEO provider might say:
“For half the price of your daily cappuccino, your business could be getting stacks of targeted leads & enquiries through your website!”
The bottom line?
To a business owner, worrying where her next sales lead will come from, it’s clear that the cost of the SEO service above is infinitely more valuable to her; than the coffee she is currently paying twice as much for!
Find something that your prospective clients / customers already buy, which compares favourably with the cost of your product or service. Then, use it like in the above example – to showcase what GREAT value you offer!
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